@markwschaefer is right – stop building stupid buyer personas

A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.” In it he argues that every competitor is marketing to the same people, so if marketers rely on obvious data about their customers to guide their content, they’ll all come to the same conclusion and deliver the same useless content. I agree.

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Topics: B2B, building buyer personas, buyer persona book, Buyer Personas, buyer's journey, Buying Criteria, content marketing, Content Marketing, customer journey, customer personas, Good Use of Personas, Leads generation and nurturing, mark w schaefer, Market Research, market research, Marketing ROI and Sales Leads, marketing strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, sales enablement, Sales people, Writing

Big News from Buyer Persona Institute

Buyer Personas You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I could tell you that I’d been sailing the seas or lolling around on a beach somewhere, but in fact I’ve been heads down in my office and barely noticed the passing of spring or summer.

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Topics: B2B, B2B marketing, buyer persona, buyer persona book, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, Launch, Leads generation and nurturing, Market Research, Marketing ROI and Sales Leads, marketing strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, sales and marketing alignment, Sales people, Uncategorized, Writing

But What Do Our Buyer Personas Want?

People ask me why I decided to focus on buyer personas.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Leads generation and nurturing, Market Research, market research, marketing plans, marketing strategy, messaging, Positioning & Messaging, product marketing, strategic marketing, Writing

PR Agency Uses Buyer Personas to Simplify Marketing

I’m excited to see more marketing agencies among our workshop attendees because by training just one agency to develop actionable buyer personas, we can help many more companies.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Marketing agency, Positioning & Messaging, PR, Public Relations, Uncategorized, Writing

[Free new eBook] For Compelling Content, Let Your Buyers Be Your Guide

If you’ve developed buyer personas, does your content show it?  When persona-guided content looks much the same as it always did, it's a sign that the underlying personas are missing key insights.

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Topics: B2B, buyer persona, Buyer Personas, content marketing, content marketing world, Leads generation and nurturing, marketing content, Positioning & Messaging, Uncategorized, Win/Loss, Writing

Templates and Guidelines for Useful Buyer Personas

Just because you’ve met with internal stakeholders and can tick off buyer pain points-- increasing operational efficiency, reducing costs and minimizing risks—doesn’t mean you know your buyer personas.

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Topics: B2B, buyer persona template, Buyer Personas, persona templates, Positioning & Messaging, Uncategorized, Win/Loss, Writing

For Short Messages, Be Specific About Value

Am I the only one who has noticed that the typical short (<25 word) marketing statement communicates almost nothing of value?

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Topics: Buyer Personas, Buying Criteria, messaging, persona marketing, Positioning & Messaging, Writing

Buyer Persona Insights Float the Winning Boat

“No honey, we are not going to buy a new boat.” That’s what the fisherman’s wife said when her husband revealed his great idea.

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Topics: B2B marketing, buyer insights, buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, Launch, market research, marketing messages, Positioning & Messaging, product marketing, Sales people, Uncategorized, Writing

A new year, a new decade, a new chance to help buyers find answers to their problems

Judging by the current interest in buyer personas, 2010 could be the decade when companies realize the competitive advantage that belongs to those companies that have the deepest insight into their target buyers.

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Topics: B2B marketing, buyer persona, Buyer Personas, Buying Criteria, Positioning & Messaging, product marketing, Product Marketing Redefined, Sales people, Technology Buyers, Writing

Read this before starting a persona project

I'm seeing a lot of blog and email traffic that is motivating this post -- two earnest requests directed to people who are just beginning to develop buyer personas or put them to work.

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Topics: Buyer Personas, Good Use of Personas, Writing

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